Qualitative Descriptive Analysis

Qualitative Descriptive Analysis (QDA) is a technique developed using trained, in-house panels of assessors. The panellists are presented with the range of products to be assessed and spend their first panel session discussing the properties that they feel are most important in describing the products and the differences between them. These usually include evaluative attributes, such as refreshing or old fashioned, as well as odour descriptions, such as flowery or medicinal. The panellists agree a list of attributes and may also agree standards to help them describe the attributes. A series of panel tests is carried out, during which each panellist scores the products on each attribute in the agreed list. The results are averaged across the panel to give a QDA profile of each product, which may be presented as charts or graphs, or analysed in more detail using multivariate techniques (described later).

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